The idea behind the opening of the Dalí Museum's new building in St. Petersburg, Florida was to help people see the world in the way Dalí saw it. View Summary

The idea behind the opening of the Dalí Museum's new building in St. Petersburg, Florida was to help people see the world in the way Dalí saw it. This was done by partnering with popular photo-editing app, Hipstamatic, to create the Dalí Museum Goodpak. This went on sale to Hipstomatic users for a limited time and the revenue went to the museum. Images generated through the app were included in a competition, the winners of which would have their images exhibited in the museum. It was an idea seen by over 5 million people, and it created a new revenue stream of over $50,000.

2

Adobe: Adobe Creative Suite 5 Launch Campaign

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Jay Chiat Strategic Excellence Awards, Gold, 2011

This campaign for Adobe's Creative Suite 5 (CS5) software aimed to raise awareness for the product and encourage trial downloads (a key gateway to purchase for products of this kind). View Summary

This campaign for Adobe's Creative Suite 5 (CS5) software aimed to raise awareness for the product and encourage trial downloads (a key gateway to purchase for products of this kind). Among the campaign's aims was to show "real-world work" rather than "polished advertising", and to get influential creative professionals to become brand ambassadors. The campaign strategy involved leading websites such as TechCrunch and Digital Photo Pro redesigning their homepages by using CS5. The 14 redesigns were launched on the same day, inspiring widespread buzz among the target audience. Some 65,000 trials were directly attributed to the campaign in less than two months.

3

Gatorade: G-Series Product Launch

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Jay Chiat Strategic Excellence Awards, Gold, 2011

After decades of strong growth, Gatorade, the sports drink, was facing a steep decline in sales in the U.S. View Summary

After decades of strong growth, Gatorade, the sports drink, was facing a steep decline in sales in the U.S. market. The company used ethnographic research to understand its target market better - competitive athletes - which led to a repositioning of Gatorade beyond simple hydration to become a complete sports nutrition brand. This was achieved by the launch of the Gatorade G Series, offering three products designed for consumption before ('Prime'), during ('Perform') and after ('Recover') exercise. As a result, the 15.5% decline in sales turned into an overall increase of 10% within two years.

4

Bolthouse Farms: Baby carrots - eat 'em like junk food

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Jay Chiat Strategic Excellence Awards, Gold, 2011

This campaign aimed to rebrand carrots for Bolthouse Farms, a leading U.S. carrot producer. View Summary

This campaign aimed to rebrand carrots for Bolthouse Farms, a leading U.S. carrot producer. The strategy involved focusing on baby carrots as a snack food. This brought carrots into competition with junk food: this comparison was made explicit by the campaign creative. The campaign included an experiential element: putting BabyCarrots vending machines alongside junk food vending machines in school hallways, a mobile game and billboards. Two months into the campaign, sales in test markets were up 10-12% over the previous year, compared to flat sales in the control markets.

5

Adobe: Museum of Digital Media

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Jay Chiat Strategic Excellence Awards, Gold, 2011

Creative professionals across the globe use Adobe's products every day. However, Adobe's role and value in digital creation often remains unseen and unsung. View Summary

Creative professionals across the globe use Adobe's products every day. However, Adobe's role and value in digital creation often remains unseen and unsung. The challenge was to redefine Adobe as a highly visible central leader within the design, creative and digital worlds. The solution was a digital museum for the twenty-first century, curated, promoted and operated like any other museum, highlighting the impact of digital media on society and encouraging users to engage with the brand. In its first quarter after launch, the Adobe Museum of Digital Media drew traffic volumes on par with the New York Museum of Modern Art. Membership sign-ups averaged 3,000 a month.

6

The Cosmopolitan of Las Vegas: Just the right amount of wrong

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Jay Chiat Strategic Excellence Awards, Gold, 2011

This campaign revived the fortunes of a Las Vegas casino, The Cosmopolitan, against a tough economic backdrop. View Summary

This campaign revived the fortunes of a Las Vegas casino, The Cosmopolitan, against a tough economic backdrop. It aimed to appeal to a new, worldly, younger demographic - dubbed "the Curious Class" - who wanted "luxury mystique" without a "pretentious crowd". This positioned the casino between two Vegas stereotypes: the "old and gaudy" established brands, and rivals offering a debauched "Jersey Shore-style" weekend. The sophisticated creative was rolled out over both traditional and digital media and claimed that Vegas offered "just the right amount of wrong".

7

Colombian Ministry of Defense Program of Humanitarian Attention to the Demobilised (PAHD): FARC - Operation christmas

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Best Practice

Jay Chiat Strategic Excellence Awards, Grand Prix, 2011

Colombia has had a 60 year struggle against the world's oldest guerrilla group, FARC, which was committing an average of one terrorist act every three days. View Summary

Colombia has had a 60 year struggle against the world's oldest guerrilla group, FARC, which was committing an average of one terrorist act every three days. The objective was to come up with an idea to demobilise them, inviting them to rediscover their lives and their freedom. Interviews were conducted with 200 ex-guerrillas, revealing that Christmas time was the most sensitive period for this group. The interviews also reinforced how difficult it would be to communicate with a target audience who in the main are beyond the reach of conventional media. This led to Operation Christmas which involved two professional anti-guerrilla contingents, 2,000 LED lights, and 2 Black Hawk helicopters, which travelled into the jungle to find and cover giant trees with Christmas lights. Placed alongside the guerrillas' strategic walking paths the lights would come on when they approached, with banners exhorting them to lay down their arms becoming visible too. The timely and well-located messaging encouraged 331 FARC guerrillas to demobilise and re-enter society - a 30% uplift on the previous year.

8

American Express: Small Business Saturday

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Jay Chiat Strategic Excellence Awards, Gold, 2011

American Express OPEN was looking for ways to help small business customers be successful. But the needs of U.S. View Summary

American Express OPEN was looking for ways to help small business customers be successful. But the needs of U.S. small businesses were changing. As small businesses started to emerge from the recession, their most pressing need was to get and retain customers. American Express's business model presented a 'closed loop' advantage: the largest issuer of payment cards, with a merchant relationship with millions of small retailers. So American Express began Small Business Saturday - a major one-day event that invited Americans to join together to support their local small businesses. It launched on November 27, 2010, during the biggest shopping weekend of the year, to drive business to small businesses and ignite a 'shop small' movement. In a year when holiday sales increased less than 4%, that weekend saw overall sales up 9%. And small retailers saw sales to customers using their American Express Cards jump 28%.

9

Puma: For the joy of sport

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Best Practice

Jay Chiat Strategic Excellence Awards, Grand Prix, 2011

Puma developed its first truly global brand strategy with this campaign, differentiating itself from competitors by concentrating on the sportswear firm's long heritage and building a sense of joy. View Summary

Puma developed its first truly global brand strategy with this campaign, differentiating itself from competitors by concentrating on the sportswear firm's long heritage and building a sense of joy. The target audience was the (relatively untapped) "after hours athlete", which sees life as a sport and counts activities such as playing video games and bar games as "sport-like". The campaign, which included the design of new products as well as ads and social tools, therefore established Puma in a new category: "Sportslifestyle". Puma experienced a 10.4% growth in sales from 2009 to 2010.

10

The National HIV Council: F**K TREE

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Best Practice

Jay Chiat Strategic Excellence Awards, Gold, 2011

This campaign aimed to raise awareness of STDs among promiscuous young people in Sweden. The creative, based around a web app was personal, graphic and designed to shock. View Summary

This campaign aimed to raise awareness of STDs among promiscuous young people in Sweden. The creative, based around a web app was personal, graphic and designed to shock. It succeeded in creating a media frenzy and "moral panic". As a result of this massive PR push, the campaign was a word of mouth success, generating a 86% increase in discussion in the target group and improving the attitude towards condom usage of young Swedes by 27%.

Microsoft's internet search engine, Bing, launched in 2009 into a market dominated by Google and its share remained stagnant despite a multi-million dollar advertising campaign. To increase usage and share, Microsoft decided to position Bing as a modern choice and target a younger audience, traditionally suspicious of advertising and product claims. A non-traditional approach saw Bing partner with the music star Jay-Z to coincide with the launch of his forthcoming autobiography, Decoded. A digital gaming experience was built directly on Bing Search and Bing Maps, allowing fans to discover each and every page of the book. During the month of the launch, Bing.com witnessed a 10% increase in traffic and its overall market share of internet search went up to 11.5%.